At Cannes Lions 2025, creativity and innovation take center stage as the industry imagines what’s next.
Microsoft shares this passion for groundbreaking ideas—and we believe the future of digital engagement is conversational, personalized, and agentic. AI should amplify human creativity, not replace it, and products like Microsoft Copilot help everyone from creatives to advertisers to global brands build richer, more meaningful connections with their audiences.
As the advertising industry embraces a new era of audience engagement, our aspiration is to deliver innovations that help marketers create, connect, and convert with greater ease and impact. We’re not just imagining the future of advertising—we’re building it.
At our flagship event in March, Microsoft Advertising Accelerate, we announced a wave of new product innovations natively designed for this new era of engagement. These were not incremental updates; they were bold steps toward redefining traditional advertising experiences, where adaptive tools make every person-to-brand interaction feel perfectly crafted and a welcomed part of the digital experience.
This week at Cannes, we’ll be sharing our progress on the groundbreaking AI ad formats and capabilities we announced at Accelerate, and we’re excited to share the latest with you in this blog post.
Getting conversational with Brand agents and Showroom ads
Two new experiences are reshaping conversational engagement: Brand agents and Showroom ads.
A Brand agent is an AI-powered digital assistant that acts as a personalized, empathetic extension of your brand’s voice, interacting with customers to help them identify relevant products, useful add-ons, and otherwise experience your brand in a rich and immersive way. This is an important stepping stone to an agentic future, where everyone and every brand have agents to help them save time, improve results, and create better experiences.
We’re delighted to announce our first Brand agent to go live: Brava Fabrics. It’s trained on the brand’s product catalogue, brand guidelines, and tone of voice to truly represent the brand to the consumer. Brand agents like Brava’s personalize the shopping experience for users, making it easier and more enjoyable for them to uncover exactly what they want, leading to a better experience with the brand and guiding them through the path to purchase. They also uncover friction points and track engagement patterns throughout the conversation that reveal richer, invaluable insights for brand owners.
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